Professional Practices

INTA306
Week 5 Assignment 2
Pro. Kerdasha
Jesse Rotz
2/1/2018
 Owner: Jesse Rotz Figure 1
Location: Washington D.C.
Business Type: Sole proprietorship
Business Business Description: Independent design firm. Rotz Design
will be a residential and commercial interior design firm that
Summary focuses on providing minimalist, understated, and
contemporary spaces in order to achieve the “less is more”
approach established by Mies van der Rohe. The goal of the
firm is to show the client the benefits of maximizing space
and putting emphasis on the things that mean the most to
them, while solving the current design problems and
meeting the client’s needs for the space. Services will
include space planning, design conceptualization, materials
and furniture selecting, and perspective renderings and
elevations.
Owner’s Expertise: Bachelor of Science in Interior Design
from the Art Institute of Pittsburgh Online Division.
 The target market are younger clients, around 25-45 years of
age.
The following is in regards to the demographics of Washington
DC:
Population – 693,972
Percentage of female persons - 52.5%
Housing units – 313,718
Median value of owner occupied housing units - $506,100

Demographics Households – 276,546

Persons per household – 2.24
High school graduate or higher, percent of persons age 25+ –
90%
Bachelor’s degree or higher, percent of persons age 25+ – 55.4%
With a disability, under age 65 – 8.4%
Median household income - $72,935
Persons in poverty, percent – 18.6%
All firms – 63,408 (“United States Census Bureau”).
 After researching the demographics of Washington DC, a few
key aspects of this area came to light, which are the following:
• The majority of the population are under the age of 65 years,
making the target market more of a younger crowd. This
lessens the need for ADA accessibility within residential
projects. And because the firm’s design principles are
accepted more by younger persons, this is another benefit.
• With the median value of owner occupied housing units being
$506,100, this makes for a great location for residential interior
design services, because of the return on renovation projects.
Analysis of
• The median household income in this region is $72,935. This
Demographics average amount encourages local business success, because
of the higher income needed for interior design services for
both residential and commercial applications.
• With 55.4% of people age 25 years+ having a bachelor’s
degree or higher, this creates higher incomes, which allows
more people to have the extra money to hire interior designers
to help them with their homes and businesses.
• Because the percentage of people in poverty is 18.6%, this
creates a need for interior designers to come up with more
transitional housing projects to help these people get back on
their feet. This will not only benefit those in need, but will also
help the interior designer get their name out and build
relationships with potential clients.
 The following is a list of the services Rotz Design will offer to every
client:
• Space planning – This relates to reconfiguring existing layouts,
and designing floor plans for new construction projects. The
goal is to make sure every project reflects the core value of
the firm, which is the “less is more” approach established by
Mies van der Rohe. The designer will take 1-2 hours looking at
the existing space to come up with new ideas for the design.
Preliminary drawings will be sketched out to create the vision.
• Design conceptualization – This is part of the design phase that
helps show the client what the vision is for the space(s) and
how that relates to their wants and needs. This includes
materials and furniture boards made via PowerPoint to show
the client the design elements that will be utilized.
• Materials and furniture selecting – From figuring out sustainable
Services finishes for flooring and walls, to determining what upholstery
and furniture is needed for each space. Materials and furniture
schedules will be provided for each item to explain the reasons
for selecting these pieces. This will also help the client in the
future when taking care of these materials and furnishings.
• Perspective renderings and elevations – These are drawings
made either by hand or on a computer program in order to
show the client how the finished product will look when all of
the design elements are in place. This helps build trust between
the client and designer. A 3D walk-through in Revit will help the
client get a better idea for how the space will look once
completed.
• Budgeting – The firm will ensure that the design follows
whatever budget that the client is willing to provide in order to
meet the client’s needs without spending more than they can
afford.
 Services will be priced according to how long each service
takes. It will be an hourly rate of $75 per service.
The need for the firm’s design services are high in Washington
DC, if you break up the population, (693,972), by the percentage
of people with a bachelor’s degree or higher, (about 55%), this
Service Pricing comes to about 381,685 potential clients in this area. A recent
study showed that 124.2 people were homeless for every 10,000
& the Need for residents in DC’s population (Moyer, 2016). This adds to the need
the Firm’s for interior designers to come up with transitional housing designs
to help these people get back on their feet, which will also
Services benefit the designer by getting their name out there. Residential
design will be the main focus of this firm. Because the target
market are those 25-45 years of age, there will be a lot of
potential in this area. This is due to the fact that the percentage
of people 25+ years who have a bachelors degree is 55.4%. With
their typical annual income, this will help the design firm build
strong relationships with potential clients.
 The following is a list of residential/commercial interior design
firms located in Washington DC:
• Adams Design, Inc
• Hartman Design Group

Competition • KC Interior Design

• P3 Design Collective (“Expertise, 2018)
While there are many other interior design firms in DC, these firms
offer what Rotz Design will offer, which is both residential and
commercial design.
 Employment Location Hourly Annual Employment
Statistics for this of interior quotient mean wage mean wage per
designers thousand
type of Firm in jobs
DC (“Occupati
onal
Employment
Statistics”,
2017).
1,640 1.73 $32.89 $68,420 0.66
Figure 1
 Some of the local trends for DC include formal plans, mixing
traditional and modern, and vibrant colors (“Rasevic”,
2017).
Formal plans are quickly replacing the common “open
concept” floor plans of modern-day homes. This is because
of the need for more private spaces that are separate from
each other and don’t cause distractions from one room to
another. This trend is something that Rotz Design can
definitely work with. The firm specializes in creating
minimalist, contemporary, and light spaces. So, the mix of
Industry & Local formal plans with the ethereal aesthetic of the firm will
create a very beautiful composition.
Trends
The mixing of traditional and modern styles creates an
eclectic aesthetic that is the new trend for DC homes. While
Rotz Design is more focused on creating contemporary
spaces, this doesn’t mean that we can’t bring in some
special antique pieces to complement the design. However,
Rotz Design will place these pieces sparingly throughout the
home in order to create emphasis on them. This keeps with
the minimalist principles of the firm.
And finally, vibrant colors. This is something that is not
typically found in Rotz Designed spaces. This is a topic that
the designer could educate the client on in order to find a
common ground for moving forward with a design concept.
 In addition to creating a website for my business, I will also
create a blog that showcases my design philosophy and
aesthetic, and use Instagram to reach out to others to
check out my work and consider me for their own projects.
Advertising & Promotional activities will include attending ASID events and
possibly conducting my own seminar on a design topic to
Promotional show locals what I know about my profession and my design
Activities goals for every project. This will not only get my name out,
but will help people connect with me on a more personal
level. This personal connection will help build relationships
with potential clients and enable them to trust me to take
on their own projects.
 Letter of Agreement
1/30/2018
This agreement is between Rotz Design and John Smith.
Client: John Smith
Phone #: (123)-456-7890
Address: 478 Fake St, Washington, DC 20009

Designer: Jesse Rotz

Certification: Bachelor Degree in Interior Design
Phone #: (098)-765-4321
Company Address: 234 North St, Washington, DC 20008

The purpose of this agreement is to define the scope of work and

the schedule of payments agreed upon by each party. The
design concept and implementation shall include all interior
spaces as described in the scope of work, below.

Letter of
Scope of Work: There are 3 spaces that will be designed, which
Agreement are the living area, dining area, and kitchen. The living and dining
areas will have new flooring installed, new paint, lighting, and
furniture. The kitchen will need new cabinetry, countertops,
appliances, and backsplash. Project will begin with the initial walk-
through of the spaces. After that, 2 design concepts with
renderings will be provided for the client to choose from. Once the
client has decided which concept to work with, the project will
begin with the construction phase first, then the materials and
finishes will be implemented, and finally the furnishings will follow.

Purchasing: At client’s request, finish materials, fixtures, appliances,

and furniture will be purchased by Rotz Design. Full deposit is
required for each item and only upon receipt of deposit Designer
will place order. Purchase orders will not be issued until the client
has approved, signed and returned a copy of the written
purchasing agreement to the designer, along with the indicated
deposit or payment.

Compensation: Initial payment of 50% shall be made upon the

signing of this agreement. Final payment of 50% shall be made
upon the delivery of schematics and presentation approximately
60 days from the signing of this agreement. This will total $40,000
(NOT TO EXCEED). Additional design services outside the scope of
this agreement will be billed to the client at the hourly rate of $75.
Payments can be credit cards or checks.
 Collateral Material: This agreement can be terminated in the
event that either party fail to uphold the terms. A phone call or in
person meeting and a written notice are required to explain the
reasoning. Rotz Design will be compensated for all design services
performed prior to notice of such termination at the hourly rate of
$75 per hour for designer. Rotz Design shall also be compensated
for all outstanding balances on purchases made on behalf of the
client.
Any out-of-pocket expenses will be fully reimbursed by the client to
the designer, if any changes or termination of contract are made.
All drawings, floor plans, and renderings made by the interior
designer are property of Rotz Design and cannot be used by the
client for any other purpose other than the completion of the
project by the interior designer.
Rotz Design shall have the right to photograph both in-the-process
and completed work of the project for design portfolio.
Rotz Design is not responsible for the performance, quality, or
timely completion of work by other parties. Also, we are not
responsible for any changes made to the project by the client or
the contractor without informing the interior designer. Rotz Design
is not responsible for any delays in shipping, or manufacturer lead
times.
Letter of Any controversies or disputes arising out of or relating to this
Agreement contract shall be resolved by binding arbitration in accordance
with the then-current Commercial Arbitration Rules of the
American Arbitration Association.
Rotz Design will begin the project once we have received either a
digital copy of the agreement, or a hard copy of this Letter of
Agreement signed by you and payment for the deposit. Thank
you for selecting our firm to take on your interior design project.
We look forward to working with you.

Sincerely,
Jesse Rotz
Rotz Design

Signature Date

John Smith

Signature Date
Figures Figure 1 – Rotz, Jesse. “Rotz Design”. JPEG. 2018.

Cited Figure 2 – Rotz, Jesse. “Interior Design Statistics”. 2018. Table.

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< https://www.census.gov/quickfacts/DC >
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< https://rasevic.com/2017-home-construction-
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<https://www.entrepreneurmag.co.za/advice/samp
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Moyer, Justin. “D.C. has the Highest Homeless Rate of 32 U.S.
Cities, a New Survey Finds”. The Washington Post.
Dec. 14. 2016. Web. Jan. 20. 2018.
< https://www.washingtonpost.com/local/dc-has-
the-highest-homeless-rate-of-38-us-cities-a-new-
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< https://www.bls.gov/oes/current/oes_dc.htm >
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< https://www.archdaily.com/574575/material-
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